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Sorry Not Sorry

Pantene

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    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    Pantene, a brand rooted in hair strength, wanted to play a more meaningful role in the lives of women today.  So we ignited a cultural debate around one of the most surprising ways women undermine their own strength: saying "sorry."

  • Industry:
    Beauty
  • Services:
    Strategy, Insights, Digital, Activation, Multicultural, Advertising
  • Channels:
    Video/TV, Online Media
  • Office:
    New York
  • Share:

    LinkedIn
  • THE CHALLENGE

    Help women overcome the obstacles that undermine their personal strength.

    THE REALIZATION

    There's a small five-letter word that plays a surprisingly significant role in discrediting women's beliefs and actions.  That word is "sorry."  And 82% of American women say it to be polite, even when they've done nothing wrong.

    THE SOLUTION

    We ignited a debate by creating a short film "Not Sorry" which dares to ask "Why are women always apologizing." And sustained the conversation through print, social media and a dedicated fund.

    View All Solutions

    FAMOUSLY EFFECTIVE

    "Not Sorry" received 1.1 Billion impressions.  Video share of voice (across YouTube, Facebook, Twitter & the blogosphere) skyrocketed from 2.7% to 52.8%.  And Pantene's Volume Share Index grew 22.7 points vs. a year ago.  What's more, the United Nations recognized Pantene with the "Breaking Gender Stereotypes" Award.

    RESULTS
    • 1.1 Billionimpressions
    • 22.7 point increasein Pantene's Volume Share
    • 52.8%Video share of voice

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